You’re paying $100+ per click to get someone to your landing page. What happens next determines whether that click becomes a case or wasted spend. The landing page is where Google Ads campaigns for lawyers succeed or fail.
Conversion Rate Benchmarks
If you’re converting below 5%, you likely have landing page problems, not just traffic problems. The math:
| Conversion Rate | 200 Clicks at $100 CPC | Leads | Cost Per Lead |
|---|---|---|---|
| 5% | $20,000 | 10 | $2,000 |
| 10% | $20,000 | 20 | $1,000 |
| 15% | $20,000 | 30 | $667 |
Doubling your conversion rate halves your cost per lead. At PI spend levels, that’s the difference between profitable and unprofitable.
What High-Converting PI Pages Include
We’ve seen thousands of landing pages over 15 years. The ones that convert share common elements:
Clear Case-Type Headline
Not “Personal Injury Attorneys”. That’s generic.
Better: “Injured in a Car Accident?”
The headline should match the search intent exactly. Someone searching “truck accident lawyer” should land on a page about truck accidents, not general PI.
Prominent Phone Number
Click-to-call on mobile. Visible above the fold on desktop. Big, obvious, can’t miss it.
PI leads are often urgent. Someone just got in an accident. They want to call, not fill out forms. Make calling frictionless.
Short Form
Name, phone, email, brief description of incident. That’s it.
Long forms with 10 fields kill conversions in PI. You can qualify further on the call. The form’s job is to get them to make contact, not answer an intake questionnaire.
Social Proof
- Google reviews (stars visible)
- Verdicts/settlements (with appropriate disclaimers)
- Client testimonials
- Awards/recognition
People choosing lawyers want reassurance. Social proof provides it.
24/7 Availability Messaging
“Available 24/7” or “Free Consultation Anytime”
Accidents don’t happen during business hours. If your page says “Call us Monday-Friday 9-5,” you’re losing weekend and evening leads to firms that answer.
Mobile Optimization
60%+ of PI searches happen on mobile. If your page doesn’t work perfectly on a phone, fast loading, easy to tap, click-to-call prominent. You’re losing the majority of your traffic.
What Kills Conversions
What Converts
- Dedicated landing pages focused on one action
- Fast load times (under 3 seconds)
- Phone number prominent above the fold
- Short forms (name, phone, brief description)
- Specific messaging that differentiates your firm
- Mobile optimization with click-to-call
- No navigation, single focus on conversion
What Kills Conversions
- Sending traffic to your homepage
- Slow load times (every second costs conversions)
- Phone number hidden below the fold
- Long forms with 10+ fields
- Generic messaging like 'We fight for you'
- Tiny text and buttons that don't work on mobile
- Full site navigation that lets visitors wander off
Homepage vs Landing Page: The Data
Dedicated landing pages outperform homepages for PPC traffic, typically by 2-3x or more. Why:
Homepages serve many purposes:
- Introduce the firm
- Explain multiple practice areas
- Provide navigation to resources
- Build brand credibility
Landing pages serve one purpose:
- Convert this specific visitor into a lead
The focus difference matters. Someone who clicked a “car accident lawyer” ad doesn’t need to learn about your workers’ comp practice or meet the whole team. They need to contact you about their car accident.
The Quality Score Connection
Google’s Quality Score affects how much you pay per click. Landing page experience is one of three factors (along with ad relevance and expected CTR).
What Google looks for:
- Relevance: Does the page match the ad and keyword?
- Usefulness: Does it help visitors accomplish their goal?
- Transparency: Is it clear who you are and what you do?
- Navigation: Is it easy to find information?
- Load time: Does it load quickly, especially on mobile?
Poor landing page experience = lower Quality Score = higher CPCs. You’re paying a tax on every click for bad pages.
Testing That Matters
Landing page optimization is never done. Test:
Headlines: Different angles on the same case type. Pain-focused vs. outcome-focused. Question vs. statement.
CTAs: “Free Consultation” vs. “Get Help Now” vs. “Call 24/7”
Form length: Three fields vs. five fields. With “brief description” vs. without.
Social proof placement: Above fold vs. below. Stars only vs. full testimonials.
Phone number prominence: Top corner vs. centered hero. Size and color variations.
Run one test at a time with enough traffic to reach statistical significance. At 200 clicks per week, you can test meaningfully. At 20 clicks per week, you’re guessing.
The Bigger Picture
A great landing page converts more of the clicks you’re already paying for. That’s valuable.
But even a perfect landing page is still converting people who clicked a generic “car accident lawyer” ad. People who probably clicked other ads too, comparing firms they’ve never heard of.
The highest-converting scenario isn’t a better landing page for generic searches. It’s when someone searches YOUR firm name specifically and lands on a page that confirms they’ve come to the right place.
That requires awareness before they search. Landing pages capture demand. Other channels create the demand worth capturing.